Putting the Citizen Back Into Citizen-Centric
How Service Design Can Save You Headaches &
Delight the Public
Friday Novemb...
CENTRE FOR CITIZEN EXPERIENCE
THANKS
FOR YOUR TIMETODAY
http://www.flickr.com/photos/-imax-/4759877703
CENTRE FOR CITIZEN EXPERIENCE
INTRODUCTIONS
A little bit about the
Centre
CENTRE FOR CITIZEN EXPERIENCE
YOUR
TURN
CENTRE FOR CITIZEN EXPERIENCE
ATALE OF ELEVATOR FAILURE...
http://www.flickr.com/photos/tatejohnson/
CENTRE FOR CITIZEN EXPERIENCE
NO ONE WANTS A 1/4”
DRILLBIT. NO ONE EVEN
WANTA 1/4” HOLE....
http://www.flickr.com/photos/d...
CENTRE FOR CITIZEN EXPERIENCE
THEYJUSTWANTTO
HANG A PICTURE.
http://www.flickr.com/photos/michale/80671218
CENTRE FOR CITIZEN EXPERIENCE
GOVERNMENTISJUSTA
BIG DRILLBIT...NO ONE
WANTS ITFOR ITSELF.
CENTRE FOR CITIZEN EXPERIENCE
GOVERNMENT=
PROGRAMS
& SERVICES
http://www.flickr.com/photos/rideact/4596839593
CENTRE FOR CITIZEN EXPERIENCE
HOW TO IMPROVE?
BE CITIZEN-CENTRIC
CENTRE FOR CITIZEN EXPERIENCE
THE PROBLEMS WITH
CITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659
CENTRE FOR CITIZEN EXPERIENCE
ACCOUNTABILITYFOR
SERVICE, ON RAMPS
AND OFF RAMPS
http://www.flickr.com/photos/beglen
CENTRE FOR CITIZEN EXPERIENCE
WHO CAN HELP?
CITIZEN ENGAGEMENT
SERVICE INNOVATORS
CENTRE FOR CITIZEN EXPERIENCE
TOOLBOX
http://www.flickr.com/photos/nadya
CENTRE FOR CITIZEN EXPERIENCE
SERVICE
DESIGN
CENTRE FOR CITIZEN EXPERIENCE
CONCEPTS
TOOLS & OUTPUTS
EXERCISES
GETTING STARTED
CENTRE FOR CITIZEN EXPERIENCE
CONCEPTS
CENTRE FOR CITIZEN EXPERIENCE
SO WHATIS A SERVICE?
http://www.flickr.com/photos/childofwar
CENTRE FOR CITIZEN EXPERIENCE
CITIZENS
http://www.flickr.com/photos/procsilas
CENTRE FOR CITIZEN EXPERIENCE
CHANNELS
http://www.flickr.com/photos/eridius/
CENTRE FOR CITIZEN EXPERIENCE
TOUCHPOINTS
www.flickr.com/photos/epsos
CENTRE FOR CITIZEN EXPERIENCE
INTERACTIONS
http://www.flickr.com/photos/dm-set
CENTRE FOR CITIZEN EXPERIENCE
DEFINING MOMENTS
http://www.flickr.com/photos/adrianclarkmbbs
CENTRE FOR CITIZEN EXPERIENCE
FRONTSTAGE
http://www.flickr.com/photos/49676009@N06
CENTRE FOR CITIZEN EXPERIENCE
BACKSTAGE
http://www.flickr.com/photos/uglynoid
CENTRE FOR CITIZEN EXPERIENCE
SUPPORT
http://www.flickr.com/photos/rene-germany
CENTRE FOR CITIZEN EXPERIENCE
EVIDENCE
http://www.flickr.com/photos/uberculture
CENTRE FOR CITIZEN EXPERIENCE
TOOLS
CENTRE FOR CITIZEN EXPERIENCE
ETHNOGRAPHY
http://www.flickr.com/photos/eyeliam
CENTRE FOR CITIZEN EXPERIENCE
DIARY
STUDY
http://www.flickr.com/photos/paalia
CENTRE FOR CITIZEN EXPERIENCE
DIGITALETHNOGRAPHY
http://www.flickr.com/photos/debbie_sonberg
CENTRE FOR CITIZEN EXPERIENCE
CODESIGN
CENTRE FOR CITIZEN EXPERIENCE
VISUALTHINKING
CENTRE FOR CITIZEN EXPERIENCE
CONCRETE ARTIFACTS
CENTRE FOR CITIZEN EXPERIENCE
PERSONAS
CENTRE FOR CITIZEN EXPERIENCE
CUSTOMERJOURNEY
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
MAYA DESIGN
CENTRE FOR CITIZEN EXPERIENCE
UKCABINETOFFICE
CENTRE FOR CITIZEN EXPERIENCE
BUSINESS ORIGAMI
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
SERVICE INVENTORY
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
SERVICE BLUEPRINT
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service I...
CENTRE FOR CITIZEN EXPERIENCE
SWIMLANES
CENTRE FOR CITIZEN EXPERIENCE
EXPERIENCE STRATEGY
CENTRE FOR CITIZEN EXPERIENCE
EXERCISES
CENTRE FOR CITIZEN EXPERIENCE
3 QUESTIONS
1) Who is that citizen at the centre of oureffort?
2) What is theirexperience li...
CENTRE FOR CITIZEN EXPERIENCE
Q.
WHO IS THATCITIZEN
ATTHE CENTRE?
CENTRE FOR CITIZEN EXPERIENCE
PERSONAS
CENTRE FOR CITIZEN EXPERIENCE
PERSONA WORKSHEET
Quote
CENTRE FOR CITIZEN EXPERIENCE
1. Spread out the photos in the photo
packet. Choose one.
2. Fill in the blanks, easiest to ...
CENTRE FOR CITIZEN EXPERIENCE
DISCUSSION
CENTRE FOR CITIZEN EXPERIENCE
Q.
WHAT IS THEIR
EXPERIENCE LIKE?
CENTRE FOR CITIZEN EXPERIENCE
CUSTOMERJOURNEY
CENTRE FOR CITIZEN EXPERIENCE
CUSTOMER JOURNEYELEMENTS
Steps in the process
Touchpoints & Interactions
Defining Moments
We...
CENTRE FOR CITIZEN EXPERIENCE
DISCUSSION
CENTRE FOR CITIZEN EXPERIENCE
Q.
HOW CAN WE SERVE
THEM BETTER?
CENTRE FOR CITIZEN EXPERIENCE
SERVICE BLUEPRINT
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service I...
CENTRE FOR CITIZEN EXPERIENCE
BLUEPRINTELEMENTS
Citizen Actions
FrontstageBackstageSupportEvidence
What do they see or hea...
CENTRE FOR CITIZEN EXPERIENCE
DISCUSSION
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovati...
CENTRE FOR CITIZEN EXPERIENCE
GETTING
STARTED
CENTRE FOR CITIZEN EXPERIENCE
GOVERNMENT
IS GOVERNMENT
IS GOVERNMENT
http://www.flickr.com/photos/eduardozarate
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
THE CHALLENGE OF
OWNERSHIP OF CROSS-
CHANNELSOLUTIONS
http://www.flickr.com/photos/79286287@...
CENTRE FOR CITIZEN EXPERIENCE
ME PLUS ONE
http://www.flickr.com/photos/lrargerich
CENTRE FOR CITIZEN EXPERIENCE
PARTNER
PILOT
PUBLICIZE
http://www.flickr.com/photos/pasukaru76
CENTRE FOR CITIZEN EXPERIENCE
THANKS AGAIN
QUESTIONS?
Jess McMullin
CENTRE FOR CITIZEN EXPERIENCE
jess AT ctzn.ca | 780.70...
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Putting the Citizen Back Into Citizen-Centric

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An introduction to service design concepts, tools and deliverables for public servants and others interested in improving the citizen experience.

Published in: Design

Putting the Citizen Back Into Citizen-Centric

  1. 1. Putting the Citizen Back Into Citizen-Centric How Service Design Can Save You Headaches & Delight the Public Friday November 26, 2010 Jess McMullin CENTRE FOR CITIZEN EXPERIENCE jess AT ctzn.ca | 780.709.9396 | citizenexperience.com
  2. 2. CENTRE FOR CITIZEN EXPERIENCE THANKS FOR YOUR TIMETODAY http://www.flickr.com/photos/-imax-/4759877703
  3. 3. CENTRE FOR CITIZEN EXPERIENCE INTRODUCTIONS
  4. 4. A little bit about the Centre
  5. 5. CENTRE FOR CITIZEN EXPERIENCE YOUR TURN
  6. 6. CENTRE FOR CITIZEN EXPERIENCE ATALE OF ELEVATOR FAILURE... http://www.flickr.com/photos/tatejohnson/
  7. 7. CENTRE FOR CITIZEN EXPERIENCE NO ONE WANTS A 1/4” DRILLBIT. NO ONE EVEN WANTA 1/4” HOLE.... http://www.flickr.com/photos/dinnerwithkev
  8. 8. CENTRE FOR CITIZEN EXPERIENCE THEYJUSTWANTTO HANG A PICTURE. http://www.flickr.com/photos/michale/80671218
  9. 9. CENTRE FOR CITIZEN EXPERIENCE GOVERNMENTISJUSTA BIG DRILLBIT...NO ONE WANTS ITFOR ITSELF.
  10. 10. CENTRE FOR CITIZEN EXPERIENCE GOVERNMENT= PROGRAMS & SERVICES http://www.flickr.com/photos/rideact/4596839593
  11. 11. CENTRE FOR CITIZEN EXPERIENCE HOW TO IMPROVE? BE CITIZEN-CENTRIC
  12. 12. CENTRE FOR CITIZEN EXPERIENCE THE PROBLEMS WITH CITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659
  13. 13. CENTRE FOR CITIZEN EXPERIENCE ACCOUNTABILITYFOR SERVICE, ON RAMPS AND OFF RAMPS http://www.flickr.com/photos/beglen
  14. 14. CENTRE FOR CITIZEN EXPERIENCE WHO CAN HELP? CITIZEN ENGAGEMENT SERVICE INNOVATORS
  15. 15. CENTRE FOR CITIZEN EXPERIENCE TOOLBOX http://www.flickr.com/photos/nadya
  16. 16. CENTRE FOR CITIZEN EXPERIENCE SERVICE DESIGN
  17. 17. CENTRE FOR CITIZEN EXPERIENCE CONCEPTS TOOLS & OUTPUTS EXERCISES GETTING STARTED
  18. 18. CENTRE FOR CITIZEN EXPERIENCE CONCEPTS
  19. 19. CENTRE FOR CITIZEN EXPERIENCE SO WHATIS A SERVICE? http://www.flickr.com/photos/childofwar
  20. 20. CENTRE FOR CITIZEN EXPERIENCE CITIZENS http://www.flickr.com/photos/procsilas
  21. 21. CENTRE FOR CITIZEN EXPERIENCE CHANNELS http://www.flickr.com/photos/eridius/
  22. 22. CENTRE FOR CITIZEN EXPERIENCE TOUCHPOINTS www.flickr.com/photos/epsos
  23. 23. CENTRE FOR CITIZEN EXPERIENCE INTERACTIONS http://www.flickr.com/photos/dm-set
  24. 24. CENTRE FOR CITIZEN EXPERIENCE DEFINING MOMENTS http://www.flickr.com/photos/adrianclarkmbbs
  25. 25. CENTRE FOR CITIZEN EXPERIENCE FRONTSTAGE http://www.flickr.com/photos/49676009@N06
  26. 26. CENTRE FOR CITIZEN EXPERIENCE BACKSTAGE http://www.flickr.com/photos/uglynoid
  27. 27. CENTRE FOR CITIZEN EXPERIENCE SUPPORT http://www.flickr.com/photos/rene-germany
  28. 28. CENTRE FOR CITIZEN EXPERIENCE EVIDENCE http://www.flickr.com/photos/uberculture
  29. 29. CENTRE FOR CITIZEN EXPERIENCE TOOLS
  30. 30. CENTRE FOR CITIZEN EXPERIENCE ETHNOGRAPHY http://www.flickr.com/photos/eyeliam
  31. 31. CENTRE FOR CITIZEN EXPERIENCE DIARY STUDY http://www.flickr.com/photos/paalia
  32. 32. CENTRE FOR CITIZEN EXPERIENCE DIGITALETHNOGRAPHY http://www.flickr.com/photos/debbie_sonberg
  33. 33. CENTRE FOR CITIZEN EXPERIENCE CODESIGN
  34. 34. CENTRE FOR CITIZEN EXPERIENCE VISUALTHINKING
  35. 35. CENTRE FOR CITIZEN EXPERIENCE CONCRETE ARTIFACTS
  36. 36. CENTRE FOR CITIZEN EXPERIENCE PERSONAS
  37. 37. CENTRE FOR CITIZEN EXPERIENCE CUSTOMERJOURNEY
  38. 38. CENTRE FOR CITIZEN EXPERIENCE
  39. 39. CENTRE FOR CITIZEN EXPERIENCE MAYA DESIGN
  40. 40. CENTRE FOR CITIZEN EXPERIENCE UKCABINETOFFICE
  41. 41. CENTRE FOR CITIZEN EXPERIENCE BUSINESS ORIGAMI
  42. 42. CENTRE FOR CITIZEN EXPERIENCE
  43. 43. CENTRE FOR CITIZEN EXPERIENCE
  44. 44. CENTRE FOR CITIZEN EXPERIENCE
  45. 45. CENTRE FOR CITIZEN EXPERIENCE
  46. 46. CENTRE FOR CITIZEN EXPERIENCE
  47. 47. CENTRE FOR CITIZEN EXPERIENCE
  48. 48. CENTRE FOR CITIZEN EXPERIENCE
  49. 49. CENTRE FOR CITIZEN EXPERIENCE
  50. 50. CENTRE FOR CITIZEN EXPERIENCE
  51. 51. CENTRE FOR CITIZEN EXPERIENCE
  52. 52. CENTRE FOR CITIZEN EXPERIENCE
  53. 53. CENTRE FOR CITIZEN EXPERIENCE
  54. 54. CENTRE FOR CITIZEN EXPERIENCE
  55. 55. CENTRE FOR CITIZEN EXPERIENCE
  56. 56. CENTRE FOR CITIZEN EXPERIENCE SERVICE INVENTORY
  57. 57. CENTRE FOR CITIZEN EXPERIENCE
  58. 58. CENTRE FOR CITIZEN EXPERIENCE SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
  59. 59. CENTRE FOR CITIZEN EXPERIENCE SWIMLANES
  60. 60. CENTRE FOR CITIZEN EXPERIENCE EXPERIENCE STRATEGY
  61. 61. CENTRE FOR CITIZEN EXPERIENCE EXERCISES
  62. 62. CENTRE FOR CITIZEN EXPERIENCE 3 QUESTIONS 1) Who is that citizen at the centre of oureffort? 2) What is theirexperience like? 3) How can we serve them better?
  63. 63. CENTRE FOR CITIZEN EXPERIENCE Q. WHO IS THATCITIZEN ATTHE CENTRE?
  64. 64. CENTRE FOR CITIZEN EXPERIENCE PERSONAS
  65. 65. CENTRE FOR CITIZEN EXPERIENCE PERSONA WORKSHEET Quote
  66. 66. CENTRE FOR CITIZEN EXPERIENCE 1. Spread out the photos in the photo packet. Choose one. 2. Fill in the blanks, easiest to hardest 3. E.g. What is their role (Mom, Banker, Resident) 4. What are their demographics? (Age, income, occupation, family status, location) 5. How comfortable are theywith specific channels? How comfortable are theywith domain knowledge? What other factors determine success? How are theywith those? Grade them (low on the left) 6. Now start to colorin the persona as a real person. What’s their name? What’s their background? 7. What are their three most important short term goals? 8. What are key long term goals? 9. What are two scenarios or situations that they are involved with your organization? 10. If you could capture the essence of this person & their needs in a quote, what would that quote say? PERSONA INSTRUCTIONS
  67. 67. CENTRE FOR CITIZEN EXPERIENCE DISCUSSION
  68. 68. CENTRE FOR CITIZEN EXPERIENCE Q. WHAT IS THEIR EXPERIENCE LIKE?
  69. 69. CENTRE FOR CITIZEN EXPERIENCE CUSTOMERJOURNEY
  70. 70. CENTRE FOR CITIZEN EXPERIENCE CUSTOMER JOURNEYELEMENTS Steps in the process Touchpoints & Interactions Defining Moments WebPhoneInPerson
  71. 71. CENTRE FOR CITIZEN EXPERIENCE DISCUSSION
  72. 72. CENTRE FOR CITIZEN EXPERIENCE Q. HOW CAN WE SERVE THEM BETTER?
  73. 73. CENTRE FOR CITIZEN EXPERIENCE SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
  74. 74. CENTRE FOR CITIZEN EXPERIENCE BLUEPRINTELEMENTS Citizen Actions FrontstageBackstageSupportEvidence What do they see or hear that lets them know about the service? Our actions & activities Actions
  75. 75. CENTRE FOR CITIZEN EXPERIENCE DISCUSSION MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
  76. 76. CENTRE FOR CITIZEN EXPERIENCE GETTING STARTED
  77. 77. CENTRE FOR CITIZEN EXPERIENCE GOVERNMENT IS GOVERNMENT IS GOVERNMENT http://www.flickr.com/photos/eduardozarate
  78. 78. CENTRE FOR CITIZEN EXPERIENCE
  79. 79. CENTRE FOR CITIZEN EXPERIENCE THE CHALLENGE OF OWNERSHIP OF CROSS- CHANNELSOLUTIONS http://www.flickr.com/photos/79286287@N00
  80. 80. CENTRE FOR CITIZEN EXPERIENCE ME PLUS ONE http://www.flickr.com/photos/lrargerich
  81. 81. CENTRE FOR CITIZEN EXPERIENCE PARTNER PILOT PUBLICIZE http://www.flickr.com/photos/pasukaru76
  82. 82. CENTRE FOR CITIZEN EXPERIENCE THANKS AGAIN QUESTIONS? Jess McMullin CENTRE FOR CITIZEN EXPERIENCE jess AT ctzn.ca | 780.709.9396 | @jessmcmullin | citizenexperience.com * Stayin touch!

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